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Catalog Optimization & Migration Support for a D2C Brand Scaling Internationally
Service:
eCommerce Catalog Management
Engagement Type:
Project-based + Retainer
Platforms:
Shopify + Google Merchant Center
Region:
US & UK (cross-border sales)
Catalog Size:
600 SKUs (high-variant catalog)
Client Background
The client is a direct-to-consumer (D2C) brand selling lifestyle and consumer products, operating primarily on Shopify and scaling into international markets (US → UK).
Key characteristics:
- High-quality products
- Strong paid marketing spend
- Variant-heavy catalog (size, color, bundles)
- Lean internal eCommerce team
The Business Challenge
Despite strong traffic and marketing investment, the client was facing conversion and operational bottlenecks tied to catalog quality and structure.
Key issues included:
- Poorly structured product variants
- Inconsistent product titles across collections
- Attribute mismatches between Shopify and Google Merchant Center
- Frequent disapprovals in shopping ads due to data quality issues
- Slow rollout of new SKUs and bundles
These challenges led to:
- Wasted ad spend due to disapproved listings
- Lower conversion rates on product pages
- Delays in launching new product variants
- Internal team spending excessive time fixing catalog issues instead of growth
Objectives
The client needed a partner who could:
- Clean and restructure the existing catalog
- Improve product data quality for ads and SEO
- Support international expansion requirements
- Enable faster SKU and variant launches
- Maintain ongoing catalog hygiene
Our Approach
Outsure Global was engaged to handle catalog restructuring, optimization, and ongoing support.
Catalog Structure Review & Audit
Tools & methods used:
- Shopify Admin catalog export
- Variant structure analysis
- Google Merchant Center diagnostics
- Manual review of product feeds
Key findings:
- Variants incorrectly split across multiple products
- Missing or non-standard attributes required for shopping feeds
- Inconsistent naming conventions impacting both UX and ads
Variant Restructuring & Normalization
We created:
- Consolidated variants under correct parent products
- Standardized option naming (Size, Color, Pack, etc.)
- Ensured consistent SKU mapping across variants
Tools used:
- Shopify bulk editor
- CSV-based bulk imports
- QA checklists for variant inheritance
This reduced:
- Duplicate listings
- Inventory sync issues
- Customer confusion on product pages
Product Data Optimization (SEO + Ads)
We optimized:
- Product titles for clarity and search intent
- Descriptions with structured sections (features, usage, care)
- Image alt text and metadata
- Required attributes for Google Merchant Center
Tools used:
- Shopify Admin
- Google Merchant Center diagnostics
- Spreadsheet-based attribute trackers
International Catalog Readiness
To support US → UK expansion, we:
- Reviewed currency and pricing logic
- Ensured region-appropriate product information
- Validated tax and shipping-related attributes
- Checked feed compliance for international ads
Ongoing Maintenance & Support
Under the monthly retainer, we handled:
- New SKU and bundle launches
- Catalog updates tied to campaigns
- Feed monitoring and fixes
- Periodic catalog audits
Scope of Work
- Catalog audit and restructuring
- Variant and SKU normalization
- Product data optimization
- Feed compliance support
- Ongoing catalog maintenance
Results Achieved (First 60–90 Days)
- Improved catalog structure and clarity
- Reduction in Google Merchant Center disapprovals
- Faster launch of new products and bundles
- Reduced dependency on internal team for catalog fixes
The client was able to:
- Scale ad campaigns more confidently
- Improve product page consistency
- Focus internal resources on growth and marketing
